What

A brand film for The Danish Association of the Pharmaceutical Industry (Lif).

What is the story of a life lived? What experiences shape the choices you make? We often live a fast-paced, youthful life. But sometimes, we are forced to slow down and make big decisions.

A Choice for Life tells the story of the choices and unpredictabilities that can change your life path—and the lives of others.

It’s about the value of fascination, research, and the people who choose a path within the innovative pharmaceutical industry.

Why

The Danish Association of the Pharmaceutical Industry (Lif) wanted to create a campaign that encompassed the entire life science sector and focused on encouraging more people, especially young women, to pursue a career in life sciences.

Client

The Danish Association of the Pharmaceutical Industry (Lif)

Co-produced with Holly Create